Press trip positions Territory as leading destination
for meetings and incentive travel~
U.S. Virgin Islands, April 25, 2014 – The U.S. Virgin Islands (USVI) has recently garnered extensive media coverage in multiple meetings and incentive travel publications. The four articles highlight the best of the Territory, collectively reaching a total of 221,000 readers comprised of meeting planners. The coverage is a result of a special familiarization trip the Department of Tourism (DOT) organized in November 2013 as part of an effort to reach meeting planners and position the Territory as a leading destination for meetings and incentive travel.
“We are pleased to have our destination prominently highlighted in publications that reach this important target audience,” said Commissioner Beverly Nicholson-Doty. “The results speak to the quality of our product in addition to the strategic media hospitality program we have in place.”
The articles ran in the spring issues of Black Meetings & Tourism, Facilities & Destinations, Prevue and Successful Meetings. Overall, the press trip results provided an advertising equivalency value of $96,621.
“A special thank you to all our partners who helped to showcase the islands and continue to offer creative programs to meeting and incentive groups,” adds Commissioner.
The extensive media coverage includes features in:
Black Meetings & Tourism: Edith Billup’s in-depth three page article highlights the destination’s robust history and offerings. The article captured experiences only found in USVI such as sailing to Buck Island, Mocko Jumbie lessons with Willard John and walking tours with the Virgin Islands National Park Service. The Buccaneer Hotel, Captain Morgan Visitor Center, The Palms Hotel at Pelican Cove, Renaissance St. Croix Carambola Beach Resort & Spa, Big Beard’s Adventure Tours and the Estate Whim Museum were all included. In total the article reached 28,000 readers and is valued at $19,950.
Facilities & Destinations: Debi Lander’s seven-page article focused on St. Croix as a convenient island getaway with no passports required. The article is filled with colorful images. Partners mentioned include The Buccaneer Hotel, Renaissance St. Croix Carambola Beach Resort & Spa, Divi Carina Bay Resort & Casino, the Estate Whim Museum, Captain Morgan Visitor Center and the Cruzan Rum Distillery. In total the article reached 49,000 readers and has a value of $39,004 in advertising equivalency.
Prevue Magazine: Johnalee Johnston wrote about her experience in St. Croix in the March 2014 edition. The article featured Renaissance St. Croix Carambola Beach Resort & Spa, the Ridge to Reef Farm, The Buccanneer Hotel, Divi Carina Bay Resort & Casino and the Estate Whim Museum. Prevue also posted an article on the publications’ website on the museum’s “Who Bin Sen Yoh?” exhibit. The two-page feature reached 94,000 meeting planners and is valued at $28,000 in advertising equivalency.
Successful Meetings: Janice Hill Perez of Northstar Media Group included the U.S. Virgin Islands in the March edition. Entitled “Close the Home,” the roundup article featured destinations close to the U.S., recognizing the Territory for easy access with no passports required and many direct flight options. Hotel partners included in the article are The Buccaneer Hotel, Westin St. John Resort, Frenchman’s Reef & Morning Star Marriott Beach Resort, Ritz Carlton St. Thomas and Sugar Bay Beach Resort. The placement reached 50,000 meeting planners and yields an ad value of $9,667.
For more information about the United States Virgin Islands, go to VisitUSVI.com. When traveling to the U.S. Virgin Islands, U.S. citizens enjoy all the conveniences of domestic travel—including on-line check-in—making travel to the U.S. Virgin Islands easier than ever. As a United States Territory, travel to the U.S. Virgin Islands does not require a passport from U.S. citizens arriving from Puerto Rico or the U.S. mainland. Entry requirements for non-U.S. citizens are the same as for entering the United States from any foreign destination. Upon departure, a passport is required for all but U.S. citizens.
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Contact: Luana A. Wheatley
Assistant Director of Communications